find your social media marketing niches
TRANSCRIPT
Find Your Event’s Social Media Marke6ng Niche
Sean Burke Marke+ng Maharaja,
Ticketbud
Megan Reardon Social Media Savant,
Ticketbud
Social Media Niches
When this webinar is over, you should:
• Have a solid understanding of the different social media pla7orms we talked about
• Know where your target audience hangs out (and doesn’t)
• Have the tools to start marke@ng in at least one channel we men@oned
Social Media Niches
You won’t know what your ideal social media marke@ng suite is un@l you know what your target audience looks like!Here’s what you need
• Demographics (Age, gender, income)
• Psychology (Values, personality, behavior)
But first…you need your audience!
Further Reading: Find Your Target Market - Crazyegg
Social Media Niches
The PlaForms
Social Media Niches
• Facebook Demographics
• 71% of all adults have a Facebook account
• 73% of all adults aged 30-49 have an account
• About 66% of any demographic you can think of has an account
• Facebook users are more likely to be college educated or in college
Social Media Niches
Adver6sing on Facebook
• Advantages
• Target the people you want
• You need a Facebook page to get started
• Great for geYng people interested in your page or to buy @ckets to your event
Social Media Niches
Let’s Create an Ad!
• On your sidebar, click on “Ads Manager”
• Click the green “Create Ad” bu]on on the top right
• Choose your objec@ve(shown here)
• Enter in your Facebook page orevent website URL to con@nue.
Social Media Niches
Show me the clicks!
• Now here’s where you chooseyour audience
• Don’t just choose your city,choose ci@es around it
• The editor allows you to perfect almost anything, downto a small subset of people.
Social Media Niches
Choose your own adventure
• Choose a decent daily budget, theFacebook ad algorithm will help you
• If you bid more, it’ll even out
• Choose single image or mul@ple, it all comes down to what you want
Social Media Niches
Write your copy
• Write up text, headline, call to ac@on, and more! Here’s where you get to test your me]le.
• Create 2 ads to test out what will do be]er (split tes@ng)
• Don’t do desktop right column, everyone ignores it. We will talk about Instagram later. :)
Social Media Niches
Facebook Tips & Tricks• When wri@ng Facebook posts, don’t post links if you can avoid it. Won’t show up
as much.
• Throwing contests can be great depending on your target audience
• Na@ve photo and video is guaranteed to get more reach
• Facebook is about STORIES
Social Media Niches
• Twi]er Demographics
• 24% of males and 21% of females have a Twi]er account
• The majority of Twi]er users fall in the 18-29 demographic, and are likely to be in college or be college educated.
• Twi]er users are more likely to be male
• A good por@on of Twi]er users enjoy tech
Social Media Niches
Adver6sing on TwiMer
• Target people like your followers (this is the best if you don’t know your target audience)
• Need a Twi]er Page to get started.
• Great for geYng people interested in events and to buy @ckets.
• Ideal for workshops, social events, startups, tech
Social Media Niches
Choose Your Player
• Click on your icon on the top right hand corner on your homepage, choose “Twi]er Ads” from the dropdown
• Choose “Create New Campaign”, and in the dropdown choose “website clicks”
• Choose start/end @mes
Social Media Niches
Audience Selec6on
• Time for targe@ng! Just like in last @me, choose areas for your event.
• You can also target people like your followers (highly highly recommended)
• Created a tailored audience based off of your followers
Social Media Niches
Pay to Play
• Click on your icon on the top right hand corner on your homepage, choose “Twi]er Ads” from the dropdown
• Choose “Create New Campaign”, and in the dropdown choose “website clicks”
• Choose start/end @mes
Social Media Niches
140 Characters
• Time for the fun part! Be sure toinclude an image, url, headline, and a call to ac@on.
• Or, choose 3 tweets.
• And, as always, split test!
Social Media Niches
TwiMer Tips & Tricks
• Save @me by scheduling your tweets (and social media in general) with Buffer or Hootsuite
• To determine the hashtags that are important, see what your followers are talking about
• Twi]er is about BREVITY
Social Media Niches
• LinkedIn Demographics
• 27% of males and 26% of females use LinkedIn
• LinkedIn users are college educated or currently in college
• They tend to be older (30-49, 50-64) and commonly make $50,000 + a year
Social Media Niches
Adver6sing on LinkedIn
• Advantages:
• Target people by job @tle and seniority
• You need a LinkedIn page to get started
• Ideal if you want certain types/levels of people going to your trade show, conference, or conven@on
Social Media Niches
Let’s Get Started (Again)
• Click/hover on Business Services, select Adver@se.
• You need a LinkedIn page to get started
• Create Campaign, then choose Sponsored Updates or Text Ads (Sponsored shows up in newsfeed, ads show up on side.)
• Enter campaign name and choose language
Social Media Niches
Sponsoring Content
• Choose “Create New Sponsored Content” on the top right corner.
• Create your copy - and be sure to split test.
• Add a @tle and a picture of your choice. You need a picture.
Social Media Niches
I have them in my sights…
• Choose the items that ma]er for you - age, gender, industry, seniority, job @tles
• Choose loca@ons
• You can choose to uncheck the two boxes at the bo]om if you’d like
Social Media Niches
• Pinterest Demographics
• 13% of men and 42% of women use Pinterest
• Most Pinterest users are in the 18-29 or 30-49 age categories, and most are college graduates or in college
• Obviously, Pinterest users tend to be female
Social Media Niches
• Pinterest - we’ve found that while you can’t necessarily use promoted pins as well on other networks, there are other uses
Two main ways to utilize Pinterest depending on which category you fall in.
For organizations, brands and companies
For events, planning purposes
Social Media Niches
● Rich Pins ○ offer additional
information ○ add legitimacy to pins
which translates to higher pin numbers
● Promoted Pins ○ pay for targeted keywords
where your pin will appear
Social Media Niches
Pinterest Promoted Pins
The best campaigns to start with are ones that will increase click throughs to your site.
Social Media Niches
Pinterest - Promoted PinsYou can have up to 150 keywords with each promoted pin.
Be sure to pick words that fit your audience and start broad, don’t go so targeted you miss people.
You can also target based on location, devices used and gender.
Social Media Niches
Pinterest - Promoted PinsPinterest ads need to look NATIVE. Thumbtack here doesn’t look native at all. This one is by Banana Republic and looks like something that belongs on my feed. I’m more likely to click through because of that.
Social Media Niches
Pinterest - Boards
If you have just single events, take advantage of boards and focus ideas and how-to’s in one place for your audience.
Social Media Niches
• Instagram Demographics
• 22% of males and 29% of females use Instagram
Social Media Niches
• SXSW stays in the conversa@on
• #Hashtagsareimportant
• Con@nue to engage and re-engage as appropriate
Social Media Niches
• Example of an Instagram ad
• #Hashtagsareimportant
• Pictures need to stand out
Social Media Niches
Snapchat
• Snapchat Demographics
• 50% of college males and 77% of college females use Snapchat
• Majority of users are under 24
• Snapchat users tend to heavily skew female h]p://expandedramblings.com/index.php/snapchat-sta@s@cs/2/
re
Social Media Niches
Snapchat
re
Live Stories and Discover only available for select companies
Geofilters
Social Media Niches
Periscope
• Periscope Demographics
• Not very many people use periscope, but most fit the 16-24 year old category
Social Media Niches
Periscope● You need a title before you broadcast.
Otherwise you won’t have one.
● The first thing you point your camera at is going to be your thumbnail. Make sure it’s not just a face. Something bright or informative or a small fluffy animal.
● Make your title less than 97 characters so it will show up completely on Twitter.
● Periscope will automatically tweet a link with a Periscope hashtag.
● Make sure to answer questions! This is what makes this platform fun and engaging for your audience!
Social Media Niches
Where to go from here?
Now that you know your ideal social media for your event and you have the tools to get in touch with them, the last step is the easiest: do it.
If you’d like to learn more about marke@ng for events, visit h]p://[email protected]
Click here for a free infographic on the best @me to post for each social media pla7orm!
Thanks!
Sean Burke Marke@ng Maharaja,
Ticketbud
Megan Reardon Social Media Savant,
Ticketbud